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Transcript of Conferencia valladolid slides
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Antonio Fontanini 1
D. Antonio Fontanini La importancia de la felicidad en las empresas
Patrocinan: Colaboran:
Dirección General de Patrimonio Consejería de Cultura y Turismo
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Antonio Fontanini 2
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Antonio Fontanini 3
http://www.youtube.com/watch?v=kVMsnT0AbRU
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Antonio Fontanini 4
¿ME?
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Antonio Fontanini 5
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Antonio Fontanini 6
1967
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Antonio Fontanini 7
COO CHIEF OPTIMISTIC OFFICER
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Antonio Fontanini 8
EJERCE LA ECONOMÍA DEL REGALO: DA SUPERPODERES A TU ENTORNO
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Antonio Fontanini 9
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Antonio Fontanini 10
ERES MEJOR DE LO QUE TU CREES
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Antonio Fontanini 11 Pisa, Dottore in Scienze JHU, Relaciones Intl
UCL, Finance
Fuente: A. Fontanini
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Antonio Fontanini 12
Fuente: A. Fontanini
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Antonio Fontanini 13
UN CLIENTE EXIGENTE ES LO MEJOR QUE TE PUEDE PASAR
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Antonio Fontanini 14
1995
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Antonio Fontanini 15
CFO CHIEF FAILER OFFICER
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Antonio Fontanini 16
HE INTENTADO EQUIVOCARME TANTAS VECES QUE NO PUEDO CONTARLAS
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Antonio Fontanini 17
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Antonio Fontanini 18
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Antonio Fontanini 19
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Antonio Fontanini 20
http://www.keiretsuforum.com/frontend/index.aspx
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Antonio Fontanini 21
“When your work speaks for itself, don’t interrupt” (Henry J. Kaiser)
CEX INNOVATION
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Antonio Fontanini 22 – Doctor (Cum Laude) en Ciencias, Universidad de Pisa, Italia
– Postgrados: Mktg, Relaciones Internacionales, MBA (Elea, JHU, UCL)
– GSMP: University of Chicago Booth Business School, IE 2008
– Simposium: "Globalization”, DRCLAS Harvard University, 2009
– Simposium: ”Education and Technology", DRCLAS Harvard University, 2010
– Private Wealth Management, University of Chicago BSB, 2011
– Executive Program for Growing Companies, University of Stanford GSB, 2011
Experiencia profesional/docente
Actual (3.0):
– Presidente de Erasmus Equities (Venture Capital, Hong Kong)
– Presidente de Informalia Consulting (Family Office)
– Consejero de Planet Capital (Holland) y Bolear Consultadoría (Portugal)
– Miembro de Keiretsu Forum, Host TEDxPlazaCibeles
– Vortex, Careesma India, Smart Sea, Interfides, Board Member
ACADEMIA
– Director de Masters: EOI Perú, Venezuela, Tical, Entreprenueurship en
México, WIMBA, Mktg Management España
– Profesor Asociado y Coach: EOI, IE Business School, Esade, CEU
– Chicago University Spain, Member of the Board
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Antonio Fontanini 23
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Antonio Fontanini 24
https://www.youtube.com/watch?v=bB7frOJt1GQ
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Antonio Fontanini 25
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Antonio Fontanini 26
LEADERSHIP EXCELLENCE
EMPLOYEE EXCELLENCE
CUSTOMER SATISFACTION
BUSINESS RESULTS
Vision Engagement Structure
Commitment
Selection Training
Communication Care
‘Guestology’ Common Purpose Service Standards Delivery Systems
Continuous Improvement Creativity & Innovation
La fórmula del éxito
SOURCE: Disney Institute
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Antonio Fontanini 27
AGENDA LA FELICIDAD EN LOS CLIENTES LA FELICIDAD DE NUESTRA P&L LA FELICIDAD EN LOS EMPLEADOS
BIZ CASES (MUCHOS) HAPPINESS (¿FELICIDAD?)
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Antonio Fontanini 28
¿QUÉ HACE MÁS FELICES A NUESTROS CLIENTES?
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Antonio Fontanini 29
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Antonio Fontanini 30
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Antonio Fontanini 31
UNA EXPERIENCIA HOLÍSTICA ES EL FACTOR #1
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Antonio Fontanini 32
HAN TENIDO UNA EXPERIENCIA REALMENTE ÚNICA
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Antonio Fontanini 33
¿QUE SIGNIFICA CEX?
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Antonio Fontanini 34
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Antonio Fontanini 35
CUSTOMER EXPERIENCE
“ES LA SUMA DE TODAS LAS EXPERIENCIAS QUE COMO CLIENTE TIENES CON UNA EMPRESA EN EL CURSO DE TODOS LOS “VIAJES”, EN TODOS LOS PUNTOS DE CONTACTOS Y EN TODOS LOS MOMENTOS DE LA VERDAD, EN LAS 6 Ps” (PRODUCTO, PRECIO, PLAZA, PEOPLE, PROCESS, PROMISE).
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Antonio Fontanini 36
TENDENCIAS QUE IMPULSAN EXPERIENCIAS
Market Rules are Changing COMPETITIVE MOMENTUM
Everything is a Touchpoint CHANNEL UBIQUITY
Expectations are everything CONSUMER EXPECTATIONS
Dialogues & Collaborations SOCIAL ENGAGEMENT
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Antonio Fontanini 37
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Antonio Fontanini 38
CEX BASICS
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Antonio Fontanini 39
HABLAR EL CLIENTÉS (NO EL COMPAÑÉS)
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Antonio Fontanini 40
9
CONTAMOS HISTORIAS O LAS HACEMOS?
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Antonio Fontanini 41
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Antonio Fontanini 42
AGENDA LA FELICIDAD EN LOS CLIENTES LA FELICIDAD DE NUESTRA P&L LA FELICIDAD EN LOS EMPLEADOS
BIZ CASES (MUCHOS) HAPPINESS (¿FELICIDAD?)
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Antonio Fontanini 43
¿QUE IMPACTO TIENE LA CEX EN LA P&L?
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Antonio Fontanini 44
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Antonio Fontanini 45
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Antonio Fontanini 46
ROE RETURN OVER EXPERIENCE
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Antonio Fontanini 47
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Antonio Fontanini 48
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Antonio Fontanini 49
CUSTOMER LIFE TIME VALUE
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Antonio Fontanini 50
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Antonio Fontanini 51
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Antonio Fontanini 52
CUSTOMER EFFORT
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Antonio Fontanini 53
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Antonio Fontanini 54
54
https://fresh.amazon.com/dash
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Antonio Fontanini 55 https://www.youtube.com/watch?v=aFYs9zqYpdM&feature=youtu.be
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Antonio Fontanini 56
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Antonio Fontanini 57
http://techcrunch.com/2015/09/02/amazon-expands-dash-buttons-to-more-brands-effectively-makes-the-buttons-free/#.hvarxu:CLzp
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Antonio Fontanini 58
http://www.cepsa.com/cepsa/Quienes_somos/Centro_de_Prensa_/Notas_de_Prensa/Cepsa_lanza__Cepsa_Pay___una_app_para_repostar_desde_el_movil
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Antonio Fontanini 59
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Antonio Fontanini 60
NET PROMOTER SCORE
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Antonio Fontanini 61
Net Promoter Score
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Antonio Fontanini 62
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Antonio Fontanini 63
Year 2007 2008 2009 2010 2011 2012
Net Promoter Score 84.1 85.4 81.1 86.1 87.9 87.8
Harley Davidson Net Promoter Score
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Antonio Fontanini 64
Airlines
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Antonio Fontanini 65
http://npsbenchmarks.com/industry/Financial_Services#.VbPDSWAlMnM
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Antonio Fontanini 66
http://www.lego.com/es-es/
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Antonio Fontanini 67
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Antonio Fontanini 68
AGENDA LA FELICIDAD EN LOS CLIENTES LA FELICIDAD DE NUESTRA P&L LA FELICIDAD EN LOS EMPLEADOS
BIZ CASES (MUCHOS) HAPPINESS (¿FELICIDAD?)
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Antonio Fontanini 69
¿SOIS FELICES EN EL TRABAJO?
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Antonio Fontanini 70
http://www.ted.com/talks/david_logan_on_tribal_leadership.html
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Antonio Fontanini 71
TRIBAL LEADERSHIP
• STAGE 1: “Life sucks” (2%)
• STAGE 2: “My life sucks” (25%)
• STAGE 3: “I am great (you are not)”(48%)
• STAGE 4: “We are great” (Zappo´s) (22%)
• STAGE 5: “Life is great” (2%)
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Antonio Fontanini 72
PAYING THE BILLS CAREER CALLING
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Antonio Fontanini 73
http://www.economist.com/news/business/21659776-rogue-employees-can-wreak-more-damage-company-competitors-enemy-within?fsrc=nlw%7Chig%7C23-07-2015%7C
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Antonio Fontanini 74
“La cultura se come a la estrategia con patatas”
–Peter Drucker
87% De los CEO ven en la falta de compromiso de los empleados (engagement) una de las principales amenazas a sus negocios (McKinsey)
$450.000 M Pérdidas anuales en EEUU por falta de compromiso de los empleados (Gallup)
y reinventando las organizaciones…
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Antonio Fontanini 75
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Antonio Fontanini 76
PACE
PURPOSE
AUTONOMY
COLLABORATION
EXCELLENCE
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Antonio Fontanini 77
http://www.ted.com/talks/lang/es/shawn_achor_the_happy_secret_to_better_work.html
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Antonio Fontanini 78
75% of your happiness depends on your optimism level and the ability to see stress as a challenge and not as a threat.
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Antonio Fontanini 79
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Antonio Fontanini 80
7 PRINCIPIOS LA VENTAJA DE LA FELICIDAD
EL FULCRO Y LA LEVA
EL EFECTO TETRIS
CAER DE PIÉ
EL CÍRCULO DEL ZORRO
LA REGLA DE LOS 20 SEGUNDOS
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Antonio Fontanini 81
LA LÍNEA LOSADA 2,9013 RATIO DE INTERACCIONES POSITIVAS VS NEGATIVAS PARA ÉXITO DE UN TEAM
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Antonio Fontanini 82
LE FELICIDAD DE NUESTROS EMPLEADOS ES VITAL
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Antonio Fontanini 83
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Antonio Fontanini 84
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Antonio Fontanini 85
LA “P” DE PERSONA
85
MARCA
PRODUCTOS PERSONAS PROCESOS
VOZ DEL CLIENTE
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Antonio Fontanini 86
Leadership Excellence
Employee Engagement
Customer Loyalty
Results Repeat Biz
CHAIN REACTION OF EXCELLENCE
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http://www.peoplepulse.com/solutions/enps-employee-net-promoter-score/
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A STRONG RELATION: cNPS/eNPS
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Antonio Fontanini 90
HIGH eNPS è HIGHER PROFITS
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Antonio Fontanini 91
¿LOW eNPS AT THE FRONT LINE?
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Antonio Fontanini 92
http://www.iftf.org/home/
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3 AXES STRATEGY FORMULATION
CEX FOCUS AND DESIGN
EMPLOYEES CULTURE
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https://www.ted.com/talks/simon_sinek_why_good_leaders_make_you_feel_safe?language=es
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https://www.youtube.com/watch?v=nmginVTDYgc
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3 AXES STRATEGY FORMULATION
CEX FOCUS AND DESIGN
EMPLOYEES CULTURE
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Antonio Fontanini 100
CREAR EL VOC LAB
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Antonio Fontanini 104
Customer touch points
Nespresso is a genuine experience that combines perfection, pleasure, simplicity, and aestheticism
Nespresso brand positioning
NESPRESSO GESTIONA CON ÉXITO LA IMPLEMENTACIÓN DE SU PROMESA EN LOS PUNTOS DE CONTACTO CLAVE DEL VIAJE DEL CLIENTE
SOURCE: Disney Institute
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Antonio Fontanini 105
3 AXES STRATEGY FORMULATION
CEX FOCUS AND DESIGN
EMPLOYEES CULTURE
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CREAR EL CUSTOMER CENTRIC LAB (WOW SCHOOL)
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SUPERAR LAS EXPECTATIVAS CON
EFECTOS “WOW”
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?QUE SIGNIFICA WOW?
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Antonio Fontanini 110
AGENDA LA FELICIDAD EN LOS CLIENTES LA FELICIDAD DE NUESTRA P&L LA FELICIDAD EN LOS EMPLEADOS
BIZ CASES (MUCHOS) HAPPINESS (¿FELICIDAD?)
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Antonio Fontanini 111
BIZ CASES ZAPPO´S, GOOGLE, (¿DISNEY? OOPS..), KC REGIONA ANDINA, 3M, SWAROWSKI, LOGITECH, NEIMAN MARCUS, …
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ZAPPO´S
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http://www.youtube.com/watch?feature=player_embedded&v=1LCmM374d9w
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Antonio Fontanini 114
http://www.zappos.com/
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Delivering Happiness (to customers and employees)
“People may not remember exactly what you did or what you said, but they will always remember how you made them
feel.”
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Antonio Fontanini 116
ZAPPO´S
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Zappos Core Values 1. Deliver WOW Through Service 2. Embrace and Drive Change 3. Create Fun and a LiJle Weirdness 4. Be Adventurous, CreaNve, and Open-‐Minded 5. Pursue Growth and Learning 6. Build Open and Honest RelaNonships With
CommunicaNon 7. Build a PosiNve Team and Family Spirit 8. Do More with Less 9. Be Passionate and Determined 10. Be Humble
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Antonio Fontanini 118
CADA LLAMADA ES UNA OCASIÓN PARA “WOW” A UN CLIENTE
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INVERTIR EN UN SERVICIO EXCEPCIONAL ES UN VALOR ECONÓMICO NO UN GASTO
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Antonio Fontanini 120
http://www.zapposinsights.com/training
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Antonio Fontanini 121
CADA EMPLEADO
WOW SCHOOL
CALL CENTER
LOGISTIC CENTER
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Antonio Fontanini 122 http://qz.com/161210/zappos-is-going-holacratic-no-job-titles-no-managers-no-hierarchy/
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Antonio Fontanini 123
http://online.wsj.com/news/article_email/SB10001424052702304811904579586300322355082-lMyQjAxMTA0MDIwNjEyNDYyWj
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1. Céntrate en el usuario y todo lo demás llegará. 2. Es mejor especializarse en algo y hacerlo realmente bien. 3. La velocidad es un valor seguro. 4. La democracia en la Web funciona. 5. No tienes que estar en tu despacho para obtener necesitar una respuesta.
6. Se pueden obtener ingresos actuando de forma ética. 7. La información no se acaba. 8. La necesidad de información supera todas las fronteras. 9. Es posible ser profesional sin llevar traje.
10. No nos conformamos con unos resultados excelentes.
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Antonio Fontanini 126
http://fortune.com/best-companies/google-1/
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Antonio Fontanini 128
DISNEY
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SOURCE: Disney Institute
Walt Disney’s vision for a great Guest experience Quality Standards (e.g., Efficiency) enhance consistency in
employee decision- making Defined Behaviors provide employees with clearly defined and measurable behavioral guidelines to ensure consistent customer service delivery
I practice safe behaviors in everything I do Know and follow all safety policies and procedures Safety deliver on Courtesy, show, and Efficiency Be aware of surroundings and the hazards that may be present I take action to always put safety first Identify, correct, and immediately report safety concerns Avoid shortcuts that do not put safety first Ask, “Is there a safer way?”
I speak up to ensure the safety of others
Demonstrate care for the safety of others Appreciate and encourage the safety efforts of others.
I project a positive image and energy Smile Be approachable and make eye contact I am courteous and respectful to Guests of all ages Greet, welcome, and thank all Guests. Engage in Guest interaction Keep conversation positively and appropriate Treat each Guest as an individual I go above and beyond to exceed Guest expectations Create surprises and Magical Moments
Anticipate needs and offer assistance. Provide immediate service recovery
I stay in character and play the part Use themed language and actions that support the story of my area Preserve the magic Model the Disney Look
I ensure my area is show- ready at all times Keep areas clean and well-maintained Take action to correct or report distraction from the show
I perform my role efficiently so Guests get the most out of their visits Look for ways to reduce lines and hassles Provide accurate and timely information Be knowledgeable about my area and beyond Share opportunities to improve my area I use my time and resources wisely Be prepared and anticipate operational needs Work as a team and build partnerships across all areas Take responsibility to conserve resources
Safety Basics Courtesy Basics Show Basics Efficiency Basics
Disney Case Utiliza 4 KPIs relacionados con las expectativas del comportamiento The Four Keys Basics
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Antonio Fontanini 130
KIMBERLY CLARK REGION ANDINA
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“It is a culture of sincerity, where anyone can say whatever crosses his or her mind. There is a culture to achieve and exceed the goals, a winning culture of people totally committed to the results. Our people always want more. Achieving the goal generates a new challenge and that creates a virtuous circle”.
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Antonio Fontanini 134
3M
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Antonio Fontanini 135 http://www.3m.com/3M/en_US/company-us/
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SWAROWSKI
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Antonio Fontanini 138
http://www.brand.swarovski.com/Content.Node/home.en.html#/en/home
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SWAROWSKI IDEAS FACTORY STAKEHOLDER CO-CREATION
I-LAB CROWD-SOURCING 1300 IDEAS IN 14Q 60% OF NEW PRODUCTS EVERY YEAR
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Antonio Fontanini 140
LOGITECH
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http://www.logitech.com/
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INTRAPRENEURSHIP A. Every engineer has to leave the company 3 times a year and see the world with somebody of mktg: understanding the links between markets and technology B. 3 days meetings: budget, strategy, listening to new ideas C: New projects 50,000 dollars, 80% of your time to look at it, like a start up (IO pen) Winners: got 250K and full time.
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Antonio Fontanini 143
NEIMAN MARCUS
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Antonio Fontanini 144
NEIMAN MARCUS
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Antonio Fontanini 145
¿BUSCAMOS LA FELICIDAD DE NUESTROS CLIENTES?
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TODA LA ORGANIZACIÓN TRABAJA PARA SERVIR AL FRONT LINE (EL CEO PASA EL 80% DE SU TIEMPO EN EL TERRENO)
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Empresas orientadas al mercado: NM
“There is never a good sale for NM unless it is a good buy for the customer”
Sales Associates REPORT TO THEIR CUSTOMERS Several Managers report to the Sales Associates: they
serve sales people not the management. The Store General Manager spends 80% of his time
supporting Sales Associates Salaries are based on Performance and limitless Employees are fully empowered and trained: faults
are well tolerated
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Antonio Fontanini 149
WRAP UP
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Antonio Fontanini 150
THERE IS NO SUBSTITUTE FOR QUALITY
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Antonio Fontanini 151 1. Estamos obsesionados con nuestros clientes? 2. Nuestro modelo de negocio está basado en los clientes? 3. Un cliente con un problema es prioridad máxima? 4. Consideran que un cliente exigente es lo mejor que les puede pasar? 5. Conocemos a nuestros clientes? Tenemos “Customer intimacy”? 6. Hacemos segmentación (dinámica)? 7. Los tenemos identificados en categorías? (rentabilidad, satisfacción, lealtad, potencial, …) 8. Equipos mixtos que se reúnen periódicamente? 9. Nos consideramos socios de nuestros clientes? 10. Tenemos un CRM operativo? 11. Tenemos herramientas de Business Intelligence, de Data Mining? 12. Existe un Balance Score Card de clientes? 13. Manejamos el concepto de “Total Customer Management”? 14. Tenemos experiencias diseñadas para aprender de los clientes? 15. Los clientes participan en el diseño de los productos? 16. Tenemos iniciativas de Crowdsourcing? 17. Nuestra organización refleja la de nuestros clientes? 18. Hay KAMs/GAMs? 19. Reportan al CEO? 20. Ventas y Mktg están integradas? 21. Ventas y Mktg participan en el diseño de los productos? 22. Tenemos un sistema de remuneración basado en métricas de clientes? 23. Existe la figura del Chief Marketing Officer, Chief Customer Officer? 24. Existe un Advisory Board formado por clientes? 25. Se discuten dashboards de marketing en el consejo?
25 Elementos del DNA
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Antonio Fontanini 152
HEMOS APRENDIDO
QUE UN CLIENTE PUEDE SER MUY IMPORTANTE
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Antonio Fontanini 154
HEMOS APRENDIDO QUE LA PALABRA MÁGICA ES ENGAGEMENT
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Antonio Fontanini 155
HEMOS APRENDIDO QUE LA CONFIANZA ES LO QUE IMPORTA
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Antonio Fontanini 156
BUDWEISER
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Antonio Fontanini 157
http://www.youtube.com/watch?v=uQB7QRyF4p4
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Antonio Fontanini 158
P&G
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Antonio Fontanini 159
http://www.ted.com/watch/ads-worth-spreading/thank-you-mom-pick-them-back-up
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LA PERSONA ES LA MARCA
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Antonio Fontanini 161
EL FRONT LINE ES LA CLAVE
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Antonio Fontanini 162
STOP CHASING COMPETITORS AND START LISTENING TO YOUR STAKEHOLDERS
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WITHOUT “HAPPY” EMPLOYEES IT IS DIFFICULT TO HAVE “HAPPY” CUSTOMERS
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Antonio Fontanini 165